For every product listed, you need a good description to go along with it. But with many other factors affecting sales, it’s hard to know how much to focus on features.
A customer may read all the specifications and still not see how they help. This is why you have to package some of this information as to benefits. You need to tell customers how the product solves a problem. A crucial part of using product benefits is how to present them. A good theme will help you to couple them up with product information the right way.
Download Debutify – the highest converting free Shopify theme - and use the Product Tabs add-on to do just that. Check out these smart tips on how to get more conversions by focusing on e-commerce product benefits:
Solve Universal Problems
Address a problem that a larger number of people face. For example, some people pack beverages and usually want to maintain their temperatures. A lot of the flasks and vacuum cups out there do this for a very short time.
Let shoppers know how your cups can keep drinks hot or cold for 10 hours (an entire workday). This speaks to all those who carry their drinks around for a long.
Show Off The Look
Sometimes the benefit isn’t something you describe. It can be the design itself. Pick out all those products where people tend to obsess about the look. Common ones include backpacks and clothes. Take the most flattering pictures of them for the product pages.
Place the practical information like space further. There are many people who will quickly take a beautiful bag even if it can’t properly hold everything they usually carry. Or at least they’ll try to find out more about it, then look for another option.
Here is a detailed guide on how you can use product images to achieve this goal.
Pinpoint Unknown Problems
Mention a problem that shoppers hadn’t realized was there. Someone may not use their laptop outdoors a lot, so they may not worry about screen brightness. Remind them that the listed laptop’s screen solves visibility issues.
Focus on the what and not the how. The details of how it has sensors that automatically adjust brightness in different conditions can come later. Use a compelling phrase like “crystal clear picture in all conditions”.
The shopper may choose that laptop just in case they find themselves working in a lot of light.
Speak To Their Morals
Brands like PLIVATI make swimsuits out of recycled materials. Others make winter clothes from artificial fur. These ideas may not please everyone, but some people want to protect the environment and animals. Use short phrases like “Faux fur”.
Put this information next to the product. It may also be that part of the sales goes to a charity program. Write “get 1 book to a child in need for each lamp you buy”.
You can even display the charity organization's logo nearby. With Debutify, you can get powerful add-ons like Trust Badges that help you display things like safety approvals neatly. Download Debutify today – it’s completely free!
Point To The Update
For products like electronics, some people want to use them for years. When they see another one, they aren’t moved. Let them know the newly added functions the previous version didn’t have. Don’t just mention the upgrade.
Add the change in the result. Keep it close to the usual problem those particular buyers want to solve. An example is men’s shaving razors. A phrase like “with a triple-blade for a closer shave” wraps it up properly.
Reproduce these for other things like device storage, picture quality, etc.
Demonstrate With Video
Some products are a little more complex when it comes to their operation. For others, merely saying they do something isn’t enough. An example is the hand carpet brush. Sprinkle some dust/dirt on the surface.
Pass the brush over it as you record. Show them how the many bristles roll and pick up all the particles. You can even use a comparison with a different product (brand name excluded).
This also works well when you mention that a product is made with a different material. They may not understand why that’s important. Apply different polish on nails and use a remover to show how some last longer.
A simple picture slideshow or collection can also do the job. Here’s more on how to make great ecommerce marketing videos.
Create A Feeling
There are real benefits and perceived ones. Study the advertisements related to certain products. Pick out the sentences that make you get particular feelings. Recreate shorter versions. Place them next to your product.
This works well for luxury products that people may not really need. An example is a celebrity musician or athlete’s line of footwear. If it’s a star who is currently excelling, use a phrase like this one; “Have a dominant style with the new Yeezy Boost 350 by Adidas”.
Make the shopper feel like they’ll embody that person’s success if they buy the product. You can go further with something like, “the jacket that brings out the… in you”, with the star’s name included.
Talk To Various Crowds
For products that work in many different situations, try talking about more than just one of them. Say you sell glue. Some types are made for particular surfaces, while others can work on many.
Put as many of those into the benefits section. “Works on wood, metal, plastic and more”. You can even throw in a picture. Hint at other unique uses like putting things together in art projects, rather than just common repair jobs.
This method will help you appeal to different types of people. It also makes those who like a good deal feel like they are getting a lot in one go.
Add Them To Branding
One of the most noticeable parts on a product page is the product name. Add what it does within the name or on the page. Write short product descriptions like “All-round Stain Remover” or “fabric softener”.
You can even turn that benefit into an entire category. Instead of using general groups like “toiletries”, “kitchenware”, be more specific. Change the dicer or slicer to “Thin wedge dicer” or “thin potato chip slicer”. Throw in a “number one” or “the best” for some more confidence.
To fuse product benefits into your branding, you need outstanding product pages. A theme like Debutify comes with a friendly dashboard to help you with page design. Download Debutify today (it’s absolutely free!) and get more conversions through your product pages.
Address Their Pocket
In some cases, the product is pretty straightforward and there isn’t that much to say. It may be a set of cups, or a desk, etc. If you have discounts or free shipping that is particularly on some products, mention it. While this doesn’t speak to the use of the product itself, the offer is tied to it making it seem like a benefit.
The benefit, in that case, is, that you get to save. This can also be delivered through information on quantities. Party supplies like disposable cups and plates are a good example. Remind them that a specific pack comes with more pieces. Go beyond the usual “30 pieces”. Use phrases like “for large parties”, “serves many guests” or “family pack”.
This may get them to look further so they can see just how many, and do the math. If the number is good, your sale is almost done.
Before we wrap up, here are a few things to let go of. Avoid leaning on generic positive words too much. Phrases like “super bleach”, and “excellent cutter” aren’t very believable. Things like “100% Cotton” may pass, but that’s also assuming people already know the benefit of full cotton. Also, don’t always pack too many benefits next to the product.
Do your research on shoppers of different products. Select the most important benefits they pay attention to. Find a way to throw the others into the larger description section as minor details.
To get more e-commerce conversions using product benefits, focus on two major areas. The message, and its presentation. Learn about the product and the people who use it. Figure out what it solves and how to talk about it. With the presentation, always try to be as brief as you can.
Make sure the benefits are in places where they are very visible. You may need to change fonts, colors, and sizes to achieve this. As these benefits win people over, you need to make the other processes like checkout smooth. A customer who has found a solution may still not buy if everything else on the site is a problem.
Download Debutify – the highest converting free Shopify theme – and get powerful add-ons that reduce abandoned carts. Remember, a feature is more of something the product has. A benefit is more of how it helps.